Sex differences in response to marketing of an emotional distress helpline

Abstract

We tested efficacy of marketing on rates of calls to a Scottish emotional distress helpline from men and women. Study 1: billboard advertising mediated a positive relationship between population density and male call rate. Female call rate was predicted by advertising on public transport. Over time (2012-13), calls from men were predicted by cinema and online advertising and from women by cinema, online, and public transport advertising. Study 2: male call rate increased overall in parallel with increased outdoors advertising in rural regions. Over time (2012-17), male call rate was predicted by advertising via radio, billboards and online, and female call rate by online advertising. In conclusion, men and women respond differently to multi-media advertising of an emotional distress helpline.